Cultural Customization: The Toolkit
I hope you were able to join us for the first part of our "Cultural Customization" webinar series back on October 8, when Dr. Nitish Singh shared with us the importance of culturally customizing a website for worldwide audiences.
Now it's time to register for the second half of this two-parter, where Dr. Singh will discuss the tools necessary to create persuasive global communications. From Dr. Singh:
The complex nature of the international marketing environment promotes diversity in terms of physical environment, political and legal systems, cultures, product usage conditions and economic development. Several researchers argue that, because of these fundamental differences across markets, it is neither desirable nor feasible, for firms in several industries to achieve standardization of their marketing activities.
Localization or Adaptation Strategy takes into account the inherent diversity that exists in the international market arena and treats individuals as "cultural beings", whose values and behaviors are shaped by the unique culture in which they live and grow. Localization strategy is geared toward understanding local consumer preferences and then adapting the marketing mix (Products, Price, Place and Promotion strategies) to best satisfy consumer needs and wants.
Adaptation of content to culture-specific requirements is one of the most visible aspects of this localization strategy. This is even more crucial in context of the web, because your website is the most visible aspect of your company to the international audience.
The forthcoming webinar on "Cultural Customization Toolkit" (November 5) will provide you with actionable plan to culturally customize sites for almost any country in the world. The webinar concepts will also be useful for culturally adapting other forms of marketing communications.
Equip yourself with the knowledge and skills to create persuasive global communications.
Click here to register for Part 2 of this Webinar
(and if you missed Part 1, you'll find the replay at the same place)